Listenting and Engaging with Consumers in Social Networks. 4/28/2009.

1. Listening and Engaging
with Consumers in Social Networks
Rich Ullman
April 28, 2009
rich@ripple6.com

2. Ripple6 puts brands into communities.
Go to where your Talk with people.
customers live.

3. Social Media Marketing Model (A-I-M)
Analytics
Insights
Marketing

4. 7 Tips

5. 1. Who’s the Better Marketer?
vs.

6. 1. Who’s the Better Marketer?
X vs.

7. “Our job is simple.
“Cheerleader-in-Chief” Just be open, be
honest, be real, be
clear, and have fun.”

8. #7 Understand that People are People
Best Practice #1
Be Relevant.
Authentic.
Transparent.
Responsive.

10. 2. Which Doesn’t Belong and Why?

11. 2. Which Doesn’t Belong and Why?
X

12. #7 Understand that People are People
Best Practice #2
Have Appropriate
Success Measures.

13. P&G: Success Measures & The Salon
Objective
• Measure the flow of word-of-
mouth messages to understand
its correlation with purchase
intent.
Execution
• Community of users
• Ripple Analytics Measures
• Relationships
• Participation
• Conversations
• Flow of messages
• WOM influence on purchases

14. 3. Guess Who.

15. #7 Understand that People are People
Best Practice #3
Beware of Means.
Beware of Extremes.

16. Questions?

17. #7 Understand that People are People
Best Practice #4
Allow for Feedback and
Response from the People
You’re Talking With.

18. 5. Which Kid Do I Love More?

19. Hate This.

20. Hate This.

21. “Uh-oh”

22. #5 Pay Attention to the Creepiness Factor
Best Practice #5
Pay Attention
To
The Creepiness Factor.

23. #5 Pay Attention to the Creepiness Factor
Best Practice #6
Choose the right mode of
listening.

24. 7. Guess Who. Part II.

25. Heather McNamara

26. “She wasn’t just a patient…
It was about Heather…”

27. #7 Understand that People are People
Best Practice #7
Understand
that
People Are People.

29. 8. Whoops!

30. #7 Understand that People are People
Best Practice #8
Understand
the Technology.

31. Where are we now?

32. Michael Jackson’s Backyard

33. That’s Not a Backyard.

34. #5 Pay Attention to the Creepiness Factor
Best Practice #9
Engage People
In
Their Backyard.

35. Grape nuts

36. The audience wants to talk with you.
“I have no problem being notified
by email, but I think it would be
best to reach all members on the
Home Page it is the first place I go
when online!”

37. Summary
• Go there.
• Talk with them.
• Thank you.

38. Thank You.
Rich Ullman
rich@ripple6.com